Why users contact support

To provide the best customer support, you need to understand why users need it. According to the Nielsen Norman Group, users contact customer support in the 4 cases mentioned below in order of their frequency:

• The information they're looking for is missing or isn't clear enough. For example, a user might contact support if they don't understand the difference between the two products offered.
• There's a service problem. For example, a payment failed or the product arrived damaged.
• Users encounter roadblocks and can't finish the task. For example, users can't modify their order and must contact the representative to make changes.
• The task seems too complex. For example, if getting an insurance quote online looks too difficult, users can contact an agent instead.

In 64% of cases, the need to contact support results from a UX failure.^[1] But before these shortcomings can be fixed, you need to ensure that customers have all the necessary methods to get in touch with the company and finish their journey.